Online research methods are popular, dynamic and fast-changing. Following on from the great success of the first edition, published in 2008, The SAGE Handbook of Online Research Methods, Second Edition offers both updates of existing subject areas and new chapters covering more recent developments, such as social media, big data, data visualization and CAQDAS. Bringing together the leading names in both qualitative and quantitative online research, this new edition is organised into nine sections: 1. Online Research Methods 2. Designing Online Research 3. Online Data Capture and Data Collection 4. The Online Survey 5. Digital Quantitative Analysis 6. Digital Text Analysis 7. Virtual Ethnography 8. Online Secondary Analysis: Resources and Methods 9. The Future of Online Social Research The SAGE Handbook of Online Research Methods, Second Edition is an essential resource for anyone interested in the contemporary practice of computer-mediated research and scholarship.

Chapter 10: Sampling Methods for Online Surveys

Sampling Methods for Online Surveys

SAMPLING METHODS FOR ONLINE SURVEYS
Ronald D. Fricker

Introduction

In the context of conducting surveys or collecting data, sampling is the selection of a subset of a larger population to survey. This chapter focuses on sampling methods for web and email surveys, which taken together we call ‘online’ surveys. In our discussion we will frequently compare sampling methods for online surveys to various types of non-online surveys, such as those conducted by postal mail and telephone, which in the aggregate we refer to as ‘traditional’ surveys (see also Dillman et al., this volume).

The chapter begins with a general overview of sampling. Since there are many fine textbooks on the mechanics and mathematics of sampling, we restrict our ...

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